🟨 Essentiale Extreme: Creating Superfans with Social Media Filters
Because who doesn’t love a great filter?
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
Who are you supporting in the second season of House of the Dragon, Team Black or Team Green?
The first season of the House of the Dragons TV show debuted as HBO Max’s most-watched premiere in history.
How did the TV series lead to 822,000 active learners on Duolingo by the time the show’s final episode aired?
A partnership marketing campaign between HBO Max and Duolingo...
A win-win for the two brands, if you ask me 😎
Did you know that over 300 million people are living with chronic liver conditions?
Unfortunately, liver cancer and liver disease often remain undetected until it is too late. This is because there are usually no clear symptoms, which is why liver cancer is sometimes called a "silent killer." Early detection is crucial in the fight against liver disease, as it offers better treatment options and can often be life-saving.
To show people in South Africa what they would look like if they had liver disease, Essentiale Extreme, a liver supplement brand created the ‘#NoFilter’ campaign.
Digital filters are popular on social media, especially for selfies. They enhance your look and make the whole user experience more fun. It is estimated that over 83% of young South Africans have used a social media filter by age 13.
This means most young users play around with filters on their social media selfies. That's why a filter showing what bad liver health looks like is so effective, especially for younger generations who care about their health.
The #NoFilter campaign was created to remind young people in South Africa that social media filters can change how you look, but they can't protect you from the health problems caused by bad lifestyle choices.
Essentiale Extreme wants people to think about what really matters—long term health since the only filter that matters is your body’s natural filter, the liver.
ICYMI - Email is Dead. Long Live Spam!
#NoFilter is an example of a Social Media Marketing Campaign.
The campaign grew the year-on-year sales of Essentiale Extreme by 238%. It also generated 46.9 earned media impressions and 8.9 million unique reach.
🍉 Action Points
Taking advantage of social media filters - By creating a filter that shows what bad liver health looks like, the campaign effectively uses a familiar and popular social media tool to engage its audience. This creative approach can help in making the health message more relatable and impactful.
Brand positioning - By launching the #NoFilter campaign, Essentiale Extreme positions itself as a brand that cares about long-term health and preventative measures. The liver supplement brand aligns its product with the message of maintaining liver health, reinforcing the importance of their product in the context of preventing liver disease.
Targeting the right audience - The campaign specifically targets young South Africans, noting that over 83% have used social media filters by age 13. This shows a strong understanding of the target demographic and their behaviors. It's a great idea because younger people are becoming more concerned about their health and looks.
🗂 More Stuff on Social Media Marketing Campaigns
150+ words to drive more clicks and conversions on social media.
Your work spouse matters this Valentine.
How these 7 brands on Threads are growing on the platform.
What’s on your Christmas wishlist this year?
P.S. If you like what you read, please move my emails to your primary inbox so you don’t miss the next issue!
🍕 Under The Radar Opportunities
Paystack is hiring an Expansion Marketer.
CrewBloom is hiring a Social Media Specialist.
Flutterwave is hiring a Business Development Manager.
Float is hiring an Account Executive.